Study on the Influence of Tourists’ Value on Sustainable Development of Huizhou Traditional Villages-- A Case of Hongcun and Xidi

¹ Anhui Technical College of Industry and Economy, Hefei, Anhui
² School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong
³ School of Geography and Ocean Science, Nanjing University, Nanjing, Jiangsu

¹ Qi Wei（1974—）, Tongcheng, Anhui, Doctor Degree, Associate Professor, qiwei.edu@163.com
^* Li Mimi(1978—) ,Datong, Shanxi, Doctor Degree, Associate Professor, Doctoral Supervisor, hmmli@polyu.edu.hk
Xiao Honggen (1965—) , Jiangle, Fujian, Doctor Degree, Professor,Doctoral Supervisor,honggen.xiao@polyu.edu.hk
Zhang Jinhe (1970—), Wangjiang, Anhui, Professor, Doctoral Supervisor,zhangjinhe@nju.edu.cn

Abstract

The tourists’ value of traditional village representing personal values, influences the tourists’ behavior deeply. This paper, with the soft ladder method of MEC theory from the perspective of the tourist, studies the value of tourists born in the 60s, 70s, 80s, and 90s of the traditional villages in Hongcun and Xidi, which indicates 39 MEC value chains, and reveals 11 important attributes of Huizhou traditional villages, 16 tourism results, and 9 types of tourists’ values. With constructing a sustainable development model of Huizhou traditional villages based on tourists’ value, it shows an inherent interaction between tourists’ value and traditional village attributes subdividing the tourism products and marketing channels of Huizhou traditional villages, which is of great significance to the sustainable development of traditional villages in Huizhou.